Alberto Pierpaoli, CEO of The Gender Group, a marketing consultancy specializing in applying gender cultural differences, said that women in advertising are stereotyped, thought of as sexual objects or presented as housewives, mothers, wives, assistants, always subordinated to men.

“Advertising usually does not include cultural differences in gender nor does it consider the differences between the female and the male brain,” Pierpaoli said.

Pierpaoli analyzed the role that women occupy in advertising and exemplified that “when women are considered independent and self-confident, they are masculinized, because it is a gender bias, of the dominant gender in the creation of a commercial because creativity in advertising it is dominated almost exclusively by men. ”

Therefore, if companies want to connect with 51% of women who participate in 80% of purchases, they should know them, communicate with their communication style and design appropriate messages.

Mainly the new paradigm occurs because women are dissatisfied with how they are treated by companies, products and advertising given that the motivations, values ​​and purchasing behavior of women and men are different.

Eight keys – How to move from the old to the new paradigm?

As well as re-thinking them, we must re-investigate the women’s market and evaluate them from the gender theory and the cultural and scientific differences observed between women and men.

After re-investigating the market based on what they want, we re-evaluate what has been done and review the marketing plan considering all points of contact with women.

The organization must be bilingual in gender. In the same way that we act out, understanding women, we must do it inward.

All those involved should be re-trained, from the marketing and sales departments, to the sellers / shops, the call-center staff, the customer service centers, etc.

It should be checked that the work of advertising and promotion agencies do not have biases or stereotypes and propose that they include more creative women with ideas for women and that they are not filtered by DGC men, if they do not know the cultural differences of gender.

You must have specialists to avoid the most common errors: biases and stereotypes.

You must commit to the # 1 of the organization because if the number one of the company does not give importance to this change in the way to address women, no one in the organization will give importance.

The results of the change must be measured. One year after the start of the program, we must see how much sales have increased to women, or we should measure satisfaction before and after the change of women with the brand, or with advertising or sellers.